Ad Age x Pathlabs Research
The Invisible Bill: 2026 State of Independent Agencies
New research reveals how independent agencies are navigating rising client expectations, growing AI costs, margin pressure, and a changing approach to execution.
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What The Research Found
Agencies are still delivering for clients. But the cost and complexity of doing so are rising underneath the surface.
of agencies report increased AI technology costs.
report margin pressure, uncompensated scope concerns, or significant financial strain.
currently use execution partners to support their agency.
Inside The Report
See where client expectations are changing, where the pressure is landing inside agencies, and how leaders are adapting.
Where client expectations are rising fastest across technology, AI, speed, and cost efficiency.
The disconnect between expected AI efficiencies and the actual cost of adopting AI.
How growing scope and expectations are affecting agency margins.
Where agencies are investing in talent, training, governance, technology, and new workflows.
Why execution partners are becoming a larger part of the modern agency operating model.
About The Research
Ad Age and Pathlabs partnered on this study to understand how client expectations, agency finances, and agency operations are shifting across independent agencies in 2026.
The study was conducted by Signet Research and fielded from July 16 through August 5, 2026.
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Download the full report and compare what your agency is seeing with independent agency leaders across the industry.
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